Marketing Analysis : Nina Ricci Will Be Our Brand A French Fragrance With A Primary Target Market

As the perfume, cosmetic and toiletry preparations industry entered the 1990s, it faced many challenges including regulatory changes, product safety concerns, increasing environmentalism, natural ingredients, pressure from the growing animal right

This leads them to become brand conscious and focus more on the newest clothes and latest trends. To prove his argument, the author refers to David Elkind’s (a psychologist) study “The hurried child”. According to Elkind this “hurried child” is under a constant pressure to buy branded products, and is forced to act like an adult and hold a level of sophistication that is beyond its years.

Advertisement is no longer a promotion tool to increase the number of customers, but a method to communicate a particular brand spirit to audience. It is important for an organization to relate their product to a certain value. The luxury brand Dior has been established its important role in fashion filed, thanks to its fashion style and taste. More importantly, it kept exploring the diverse representatives of women's spiritual world. Mr. Dior presented that the perfume could express a unique mood, lifestyle and the pursuit of attitude of woman. Whatever the women who is complex, sexy, natural or elegant, all of them could find their suitable perfume in Dior. Dior has lunched perfume series called J’ adore in 1999, its name comes from French,

1. The past decade has witnessed a growing similarity in the attitudes and spending habits of youthful consumers around the world. As one journalist puts it, “ It may still be conventional wisdom to ‘ think globally and act locally ‘but in the youth market , it is increasingly a case of one size fits all.” Do you agree or disagree? Why or why not?

In past and recent reports experts tell us that this is accurate and they rely heavily upon trendsetters to popularize new brands for them so that they are successful because often times this can either make or break a company. Now a days marketers are using crafty strategies to win over the hearts of young kids. In today’s youth the age group that market consists of includes kids which are age 6-9 years old, tweens which are 10-13 years old, and teens that are 14-18 years old. For example The

Based on the uniqueness perceived by the customer and expansive opportunity inferred from the SWOT analysis (see Appendix B), Myer has employed a differentiation strategy which seeks to satisfy all customers groups in the market with a full line of non-food products. From standing by this strategy, Myer carries more than 60,000 product lines and approximately 2400 domestic and international brands across its 11 core product categories including women’s swear, menswear, youth fashion, children’s wear, intimate apparel; beauty, fragrance and so on. In addition, Myer has established a special brand hierarchy which covers a broad range from entry level to luxury price points, with a focus on modern and fashionable products. Hence, Myer believes its width of products and brands at a range of price points differentiate the company from other special department retail stores, and the depth of the product knowledge is a key competitive advantage over the discount department stores.

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

Shih continues to talk about how children are increasing more involved in the consumerism society in the United States. Children’s recognition of brands and tie to certain brand names has astonished most parents. Parents have even reported children as young as eighteen months old ask for brand name items. Children of different ages, going from toddlers to teens, are all directly advertised to. These age categories did not always exist. Before the gatekeeper model declined, people would normally say that younger age groups range from baby to child to teen. Now marketers have created more categories to directly market to, such as toddlers, children, tweens, teens, and even differentiation of products for different sexes. . Despite the marketing category they fall into, children see advertisements then ask their parents for the product or service

The report includes Mary Katrantzou’s strategic approach to the retail industry including their pricing, promotion, distribution and marketing strategies as well as an analysis on their major strengths and weakness, in addition to their opportunities and threats. With Mary Katrantzou competing in a highly competitive market, the information that was found summarises the on going success of the company and how it continually stays effective and offers the unique and unseen designs in the fashion industry.

After watching the documentary “Merchants of cool”, it became clear that trying to market to teenagers can be very difficult. Trends are always changing, therefore the advertiser’s ideas on how to market their products, must also keep changing. They use what is called “the giant feedback loop” to win over their audience. Companies study teenagers, most of whom are trend setters, and create an alluring image of their products that appeal other teenagers. The products take on the new trend, and as a result, the teenagers buy them. The teens want the products because what they are seeing is an image of what they strive to be. Eventually, the trend will be over, and the cycle repeats itself.

Young children are targeted not just to sell products to, but to generate interest or hype in the product whereby, eventually capturing brand loyalty at a young age. This action is also important for adults too; however advertisers know that adults have already accepted their brand preference and purchasing habits.

When trying to understand why marketers have chosen to increasingly focus their attention on teenagers, three key points point to the answer. First, advertisers have increasing access to the market demographic. Secondly, the demographic shows continuing growth. And third, the demographic demonstrates a steady growth in their influence over spending. As Keith Niedermeier, Wharton visiting professor of marketing and panel moderator at the “What Teens Want” conference stated, "Teens are an enormously important segment because they are disproportionately powerful in terms of being trend setters and early adopters” (http://knowledge.wharton.upenn.edu)

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

Demographics point to a decidedly female market with wide aged range 25-54, they could be the professional or wives of professional. Living in city or suburban area due to the store placement will be near the major cities. The income should be in upper middle class. The target market could be healthy conscious and high quality expectation. Conclusion of demographic detail as followed.

Goal of the project- Study of the brand- Gucci, its products, marketing strategies, the marketing mix and a critical evaluation of the study.